Forrester took the pulse of more than 867 b-to-b marketers across a wide array of industries, which offered their perspective on marketing tools for brand building, lead generation and market spending.
The study found marketers are now dedicating 14% of their budgets to in-person events, 8% to television and 7% to direct mail.
The growth rates for b-to-b publishers’ marketing tactics show online is on the rise: 49% of the respondents said they have been using online marketing tactics this year, and 55% said they expect to deploy online marketing by 2008. Forty-five percent of b-to-b publishers now use print products for marketing, and that total is projected to increase to 49% in 2008. The contents of the survey can be downloaded at www.americanbusinessmedia.com.